•

•

•

•

•

Spend less time looking for new,

rational claims to persuade people

to buy

Spend more time ensuring the

execution will evoke desirable

emotions and make consumers

warm to your brand.

Heath, R. Dr. (2014) TV Strategy. The Art of

Subconscious Seduction

95% of our purchasing decisions take

place subconsciously

Strength of Reaction

WeakStrong

Strength of Reaction

WeakStrong

Attention

Strength of Reaction

WeakStrong

STAS

Binet, L. & Field, P. (2013) The Long and the

Short of It. IPA

Binet, L. & Field, P. The Long and the Short of it. (2013) IPA.

Media in Focus: Marketing Effectiveness in the Digital Era. (2016) IPA